Mid-Autumn is Not Just Time

For Chinese around the globe, mid-autumn is more than time, but carries their pursuit and anticipation for family reunion. On the eve of Mid-Autumn Festival in 2013, Shinho Liu Yue Xian encouraged everyone to post soy sauce-related content on social media, and lit up Aurora Plaza and Citibank building on the iconic Bund of Shanghai. That night, these two significant buildings were transformed into giant Liu Yue Xian soy sauce bottles, and were embedded into visitors’ memory of the festive season.

Every drop of Liu Yue Xian had undergone six months of fermentation, nurtured with love and care, just like our motive and emotions. Liu Yue Xian believes that the secret to make life better lies in how soy sauce is made. The same rule can be applied to life, too. As long as you give your heart and stick to your goal, you can create a better life for yourself. “Liu yue” is not just time, it represents reunion and celebration at heart.